Blue moonpp 1

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Blue moonpp 1

  1. 1. Blue Moon Social Media Campaign Michelle Melgren Lauren Monroe Anna DeRose & Katrina Zeller
  2. 2. Objectives 1. Increase brand awareness on Facebook by 22% (291,000 to 355,000 ‘likes’) in 6 months. 2. Create heightened overall awareness of Blue Moon among target customers at ACL. 3. Strengthen customer relations during 2013 holiday season using VEVO and YouTube. 4. Improve brand reputation through additional social media outlets over the 2013 fiscal year. 5. Increase web traffic by 20% by improving website aesthetic amongst target audience in 6 months
  3. 3. WEAKNESSES: • Weak social media presence • Difficult to navigate website • Low awareness OPPORTUNITIES: • High market growth • High Awareness • Outlet for ‘artsy’ promotions THREATS: • High competition • Health and lifestyle trends • Other ‘smaller’ beer brands EXTERNAL FACTORS INTERNAL FACTORS STRENGTHS: • Good reputation and quality • Part of Miller Brewing Corp • Seasonal products already established SWOT Analysis POSITIVE NEGATIVE
  4. 4. Meet Jonathan Age: 24 Location: Boston, Massachusetts Occupation: Graphic Design Artist Hobbies/Interests: Environmentally conscious, local music venues, casual dating, going out with close friends
  5. 5. Meet Jessica Age: 28 Location: Austin, Texas Occupation: Freelance Makeup Artist, Fashion Blogger Hobbies/Interests: Tattoos, fashion, photography, watching boyfriend’s band play, volunteering
  6. 6. Meet Logan Age: 33 Location: Boulder, Colorado Occupation: Owner of T-Shirt Company Hobbies/Interests: Being with wife & kids, skiing, recycling, film festivals, vegan cuisine

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